Community has become the greatest marketing tool a business can create. When people feel connected to your brand, they show up for more than just the product. 

According to Synup, 86% of consumers say authenticity is crucial in deciding which brands to like or support, and 65% of consumers who receive a response from the brand recommend the brand to others. 

Now let’s get into our step by step guide to launch a successful community marketing strategy: know and show off your brand story, create a space for interaction, and give back to your community.

What is community marketing strategy and why it works

Community marketing strategy focuses on building a loyal audience surrounding the brand's interests, values, and mission. In other words, bringing a human connection to brands. 

Authenticity is at its peak, and consumers are craving a sense of community.

Authenticity is shown when a company or brand values you as a person rather than the numbers you provide for them. They’re prioritizing brands that care about them, not just the money they spend.

A community marketing strategy builds trust, sentiment, and loyalty through consistent engagement. It creates a sense of belonging, consumers want experiences and a sense of community.

It’s not just about the product; it’s about sharing a journey or experience that your audience can connect with.

Where should I start?

Building a community is a long-term process. It requires a careful and meaningful strategy. Strong relationships take time and patience. The following will give you the ultimate guide to launching a community marketing strategy.

Know and show off your brand story

Share your brand mission and values; consumers love to support a brand with shared values.

Show your audience there are real people behind your brand. Share authentic and relatable content, building transparency fosters trust.

Know your audience’s interests and problems, and offer a solution. Listen to those who love and dislike your brand. Their feedback can provide insights as to what’s missing and what your brand can improve on.

Create a space for interaction

Connecting with your audience helps build a strong bond between them and your brand. There are many ways to establish a connection, such as replying to comments, sharing user-generated content, and getting people excited about new product launches or events. 

Another useful tool, which is sometimes underestimated, is Instagram broadcast channels. Broadcast channels offer a relaxed and authentic way to build a close-knit community.

Creating invite-only events or special fan events shows appreciation for loyal customers and can attract new customers, too. These events build a connection between the brand and like-minded fans. The best brands know that exclusivity doesn't have to mean isolation. 

Give back to your community 

Go beyond the product and show your community you understand them and care about what they want. Listen to their feedback and use it to improve. Making changes based on their feedback builds trust and strengthens your relationship.

One way to show your community you care is by sharing helpful tips or education on social media. A brand can also show support to a cause they’re passionate about. Doing this will help create a bond with people who believe in the same cause. 

Giving out a custom gift is another way to create brand sentiment. Every time they look at the item, they will think of your brand and remember that they’re more than a purchase. These gifts can include a personalized letter or a small item that aligns with your brand. 

Pros and Cons of having a community marketing strategy 

There are many benefits, including: an elevated customer experience, organic growth through word of mouth, brand loyalty, and authenticity. 

Having a community marketing strategy gives an understanding of what your customers want, to then figure out how to deliver the perfect customer experience. 

People love talking about how a brand makes them feel and will invite their circle to join in on the brand. Loyalty and authenticity can be attained through a consistent response to feedback and criticism. 

Some disadvantages are that community marketing is a long-term, high-commitment strategy. 

Building a loyal and engaged community can take time, but it is worth it in the long run. A community marketing strategy is like a relationship; you have to nurture it, listen, and communicate consistently.

Brands that are killing community marketing strategy 

Glamzilla used her entire marketing budget on sending PR boxes from her Glamnetic collab to her followers instead of influencers.

Showing she values her community of “GLAMSQUAD” supporters. She even mentioned in her reel that she wouldn’t be sending any PR to influencers that if they wanted to support her, they should buy the collab.

 REFY builds community through their broadcast channel on Instagram, “REFY Group Chat”, where they prioritize customer input and create a sense of inclusive exclusivity through their world member levels.

Anyone can join, and members can then unlock exclusive perks based on their purchases. Their community marketing strategy comes from their clear aesthetic, audience-focused content, and behind-the-scenes posts.

Summer Fridays Guava Pop Up in NYC built excitement for their Sweet Shoppe event by staying active on TikTok and engaging directly with customers. Even with no mention of free merch, there was a long line formed for the event, showing us the power of a community marketing strategy.

Their invite-only Blush Butter Balm launch showed how creating a community leads to a strong customer base, excitement, and lasting brand loyalty.

Glossier has built a strong sense of community by prioritizing authenticity, transparency, and belonging, which started from the beginning with Emily Weiss, the founder’s beauty blog.

Their community marketing strategy is reflected in their brand voice, social media engagement, and partnerships with influencers who align with their skin-first audience. By consistently valuing individual beauty and connecting with their community, Glossier has fostered deep trust and loyalty. 

Final Thoughts

A community marketing strategy helps brands show up both online and offline. It takes consistency and patience, but it will give great results if it’s done authentically. Genuine connection, personalization, and community are what drive brand loyalty now.

✍️ Written by Aylin Padilla